(It could just be that beach destinations are the easiest to categorise, or the most popular generally). Okay, so lets break down this page for referrals. Today, on any given night, 200,000 travelers are staying in private rooms around the world thanks to arrangements made through Airbnb's online platform. Your email address will not be published. Lets pick up where we left off, So, about [Paris], when are we booking? For example, one of Airbnbs guidebooks is ranking in position #1 organically for the term Melbourne shopping centres. Show relevant products to prospective customers, even if they havent visited your website or app. Dont go to Paris, dont tour Paris, and dont do Paris. They havent over-complicated things, which makes it more enticing for a user to share. (For the sake of this review Ill be looking at a mid-range property in Bondi Beach, Sydney.). In a bid to provide more transparency to its users, Facebook now lets you view all of a Pages active ads. Once a user completes a booking, Airbnb use the confirmation email to increase the value of this customer or transaction in two ways: Referrals are typically one of the most reliable sources of new customers. 2. Q&A Threads from both Airbnb Admin team, Top Contributors, or anyone part of the platform. Its now that we see the other options of sharing referral via different channels such as messenger and email. The way its designed and the copy used is to help build instant trust and increase the likelihood of me accepting the invitation. , Interesting read! "This is a key problem. Lets take a look at the invitation mechanism on mobile at a high level. Airbnb are able to match up the user session with your email address based on your browser cookie, and they then trigger an email sequence that aims to get you back into your search and ultimately book your next stay. Lastly, theres a cross-sell option into experiences. With Available, this view shows who has successfully accepted and signed up to the platform from the users invitation. In this section of the article Ill be dissecting pages piece by piece to see how their website helps to drive growth. Instagrams organic reach & algorithm works slightly differently, but well get to that later. Sure, theyre recommended (I assume theyre the most searched for locations globally, or from my location) but theyre not personalised so why not just say Most popular? First thing that strikes me is just how simple it is. Similarly to their video content, the posts which link back to their websites are often shared across their Global Facebook Pages, rather than being specific to that location. The organic visibility of the Airbnb website can be attributed to both the growth in the number of keywords ranking to positions on page 1 of Google and the increased backlink profile of the site which assists with driving third party referral traffic to the website. So what can we learn from Airbnbs referral program? Design thinking and design research inform strategic decision-making on many levels. Using information from the reviews theyve generated from previous guests, they can inform future guests that the host does a great job of making them feel comfortable, and that others have said the place is clean two often important pieces of information. As widespread COVID-19 vaccinations make a return to travel more likely, here are three use cases where travelers may choose Airbnb over hotels. Airbnb offer $15 off to guest referrals (discount) and $200 for a successful host referral (incentive). Airbnb has taken an impressive approach to content using storytelling and curation to drive growth. Each of the pages do have 2 consistent UX features like the homepage, including: Highlighting top contributors serves to show the wider community that numerous community members will help with answering any questions or queries that come their way. Airbnb's new . So as soon as the user has enough information they need to make a decision, they are immediately able to act on it. Airbnb isnt a place where you book hotels (even though you can). Airbnb Inc. Report contains a full analysis of Airbnb business strategy. Its more than simply adding a button after the checkout process with Invite a friend or Share with a friend. But the following examples illustrate not only how they market their services, but represent a conscious expression of who they are. Referrals are more trusted than any other form of marketing. Airbnb uses differentiation strategy by making a new business model and providing the service which differentiates them from competitors. Airbnb focuses on providing a human experience with personalized touches. What this tells us is that a data-driven approach forms part of their content strategy. Airbnb has removed the search bar in the header and there arent any buttons or links to guide users to take another step. Facebook is 1 of 3 social media platforms that Airbnb is currently most active on. An important UX feature that is part of these pages is that anyone can Start a Conversation. Beyond what Airbnb have done from designing a world-class UX experience with their referral system, its their approach to continuous measurement and testing which acts as a testament to the continuous success of the program. At the top section, its a different layout compared to the guest referral page. By reaching out beyond the LGBTQI+ community, Airbnb helped to create a dialogue that showed that Australians supported marriage equality by a wide margin. In addition, I found it interesting to see the similarities in style between this section of the Airbnb website and popular travel site TripAdvisor. If youre going to need to pay to get your content out there to audiences, using the quality over quantity approach is best. And think about it for a second would you share referrals like this via email? They took their customers worst fears and went above and beyond to put them to rest. They assist Googles algorithm with determining your sites authority, credibility and relevance. It is a cornerstone of Airbnb business strategy. I believe their inclusion of the Superhost is to give the post added credibility, as Superhosts have an average user rating of 4.8 or more out of 5. Airbnb understands that most travellers care about location. Having built and scaled a startup to millions in revenue per year, Dan truly understands the crux to marketing and growth success understanding the motives and characteristics of customers inside and out. A large part of Airbnbs success can be attributed to their website. Airbnb recognise some travel credit associated with my account and insert this into the email to remind me. Even when they dont go exactly as planned. We assume that Airbnb is creating content with a purpose and focus on distribution to drive that content to their audiences. Is Airbnb encouraging referrals more through their mobile app? This is why the historical number of backlinks is shown as 2,650,000. The homes around the world section showcases some fairly unique looking properties, perhaps to portray the variety of different homes around the world. BONUS: Don't have the time to read all 29,000 words right now? The most frequently used headlines are below: And below is a breakdown of one of their ads which showcases how the headlines appear in the search results: Guests are definitely the key target of their paid search strategy. Airbnb take unorthodox approaches to get noticed in the offline world, and when they do, its not to promote themselves or their platform directly but to promote who they are. "Strategy and the Internet." Harvard Business Review Mar. The image theyve selected is pretty good too. One element that does change to my advantage is the navigation bar. This will help spur users once they get a couple of referrals to keep getting more users signed up if they want more credit. To save on time, there are other elements of this page which certainly helps with the decision-making process to take the next step. Coca-Cola, for example, currently enjoys a profit margin of approximately 33 . most recent stock sale values them at USD $35 billion, even paid for hosts to have professional photographs taken, https://www.facebook.com/AirbnbAustralia/, Engagement Custom Audiences from video views, Airbnbs Work To Fight Discrimination and Build Inclusion Report, The King Valley: The Australian Valley That Flows With Prosecco, Beaches, Beats, And Bunny Chow: Diving Into Durban, Meet Your Host: Bushwalking in Bundeena With Dianne, Experience In The Spotlight: Freestyle Football In Paris With World Champion San Garnier. Of note, since February 2018 the growth trajectory has not been consistent, and there have been fairly significant dips in the monthly estimated traffic. Here are some more that you may want to consider. To give you some context, I booked an Airbnb a few months ago for a trip to L.A, so it makes sense that it appears as the first tile. Having all of the negative posts in their own section keeps them out of the minds of users who have been having a good experience. Developing content that will receive backlinks without your internal marketing team having to do any work should be the goal of every website but organic presence and your brand can have a huge impact on this, as people will not find your amazing content unless you are either performing well for relevant search terms organically, or someone is already on your website due to your brand presence and finds the content because you promote it on relevant, high traffic service pages. Directly beneath the fold youll find 3 simple options to help navigate to what youre looking for if you would rather narrow it down before starting your search. Well now they are more widespread, with two in particular (Bali and Phuket) as common places for Australians to travel to. For some people, the host can be an important aspect of the trip. Keep reading for more detail about each of these along with business-level strategies examples for each! Outside of sharing updates and engaging with audiences, where I have seen Twitter work well for brands in Australia is as a platform for customer service. This is also a testament to the volume of home ratings and testimonials Airbnb have collected, because for this approach to be successful requires highly rated homes and glowing testimonials, across multiple cities, and multiple countries, while also aiming to tailor the results to users based on the travel duration and location, and potentially factors like affluence as well. The non personalised options have a far bigger range when it comes to price. It keeps users engaged and, in many ways, motivated to invite more friends or follow those up who havent signed up. This content truly differentiates Airbnb from the big hotel booking sites, highlighting interesting places in different cities. Whats worked to their advantage is the creativity they have shown in getting users to engage with their stories and to keep clicking through. To counter this, they created a premium product called Airbnb Plus. Once they had built a solid base of customers and reputation, they expanded their offering. When it comes to keywords, Airbnb is limited only by the locations in which they have a presence. If its not already clear, Airbnb are using an extensive library of headlines, and this is because most of their ads are tailored specifically to travel destinations. I also obtained a few values for each search term like average CPC, estimated traffic and average position: You can view the sheet here, as well as the raw keyword data if youre interested in doing your own analysis. To add to this, they can also follow the user around on a range of different placements News Feed on mobile & desktop, Instagram, Audience Network so Id say having Automatic Placements set for this campaign would be a must to ensure they are everywhere that their audiences are. In website talk, the breadcrumb structure of a website does the same thing it allows Googles spiders to find their way back to the most important page, whether that be the homepage, the category page of the product being viewed (eCommerce), or another primary page. Luckily they have an extensive content catalogue which they can use to drive these backlinks but need to be more aggressive in promoting it, and perhaps create additional resources that are more backlink-friendly to really succeed in organic search. The image is great, it looks like a well designed, high quality home, but the header and description leaves a lot to be desired. This shows that in terms of success, branded keywords currently play a huge role in their organic success, and should continue to be a primary driver of organic traffic in the future. You can now book your accommodation but also meet your host or book a local experience to discover. Its a very similar UI to the desktop platform which is done by design. In fact, we wrote an article on it not too long ago. At Webprofits when weve split-tested using an image with a link in the copy versus a Link Preview, on average, the Link Preview prevails. It is clear that Airbnb is becoming one of the most popular online-booking.. As for why it is not consist, it may be that the markup was not enforced across all pages, or that pages were missed when adding the markup across the site if done through a manual spreadsheet. Log in or create an account, if you haven't already done so. Thank you for amazing post, Your email address will not be published. As a user on the site, I instantly see what the top articles and discussions are for the month and which the community cares about. For example, if Airbnb shares a video which relates to Japan and this gets 50k views, creating an audience of viewers who watched 75% or 95% of this video would be great for their next Japanese-themed post, as they know these people are interested in video content to do with Japan. [1] At a close look, Airbnb business strategy consists of the following three elements: 1. Its not a complex email. Carmelon Digital Marketing. Brian Chesky, Airbnb CEO, points out that "until now, Airbnb has been about homes." With the launch of Trips, it brings "together where you stay, what you do, and the people you meet all in one place."Designed and led by local experts, users can use Airbnb as a one-stop shop to not only book a place to stay in their destination, but also to participate in any of the 500 handcrafted . In the case of differentiation, a key advantage is that effective differentiation creates an ability to obtain premium prices from customers ("Executing a Differentiation Strategy" [Image missing in original] ). Import contact emails from Gmail, Yahoo or Outlook, Familiarity I know the person sending it in the photo. Now we come to the sections that really show personalisation in use. Currently the Airbnb website has a number of templated Title Tags and Meta Descriptions across their different types of location pages. Airbnbs tend to cost less than hotels while offering more space. 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